从王老吉的成功看和其正的广告营销策略.doc

目 录 绪 论····································································································1 1 营销管理的相关理论··········································································2 1.1 营销管理的定义········································································2 1.2 广告的内涵··············································································2 1.3 品牌形象论··············································································2 1.4 USP理论···················································································3 1.5 RIO理论···················································································3 1.6 品牌个性论··············································································4 1.7 定位论·····················································································4 2 王老吉成功的原因分析·······································································5 2.1 独特的品牌形象········································································5 2.2 广告中准确的品牌定位······························································5 2.3 强势的广告投入········································································6 2.4 高度统一的营销主题·································································6 2.5 深入的广告品牌拓展·································································6 3 和其正的广告营销策略·······································································8 3.1 坚持产品包装创新·····································································8 3.2 广告中重新的品牌定位······························································8 3.3 追加的广告投入········································································9 3.4 宣传广告诉求的差异化······························································9 参考文献······························································································10 从王老吉的成功看和其正的广告营销策略 绪论 自2003年伊始，凉茶便由广东沿海席卷全国，引领消费者饮料时尚的同时，从单一的品类划分中脱颖而出，一举成为国人饮料中必不可少的角色。如此诱人的一块蛋糕当前，目光敏锐的厂商们当然不会就此放过，除了作为凉茶行业老大的王老吉一句“怕上火喝王老吉”做得风生